GRIPS CUSTOMERS & RESEARCH PARTNERS
Armstrong Flooring, now owned by private equity-backed AHF Products, shows strong in-store retail concentration with Home Depot commanding 72.4% of revenue share across major channels tracked from January to August 2026. Recent momentum is mixed, with month-over-month revenue growth of 15.8% offset by a year-to-date decline of 10.5%, according to Grips Intelligence data. Average product pricing has contracted 6.8% overall during the period, with prices currently averaging $16.36 and declining 4.5% in the most recent month. Lowe's represents the brand's secondary channel at 23.9% revenue share, while Menards and Amazon combined account for less than 4% of retail sales.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 11% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 7% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Armstrong Flooring on Amazon.
REVENUE SHARE
Revenue distribution across tracked channels for Armstrong Flooring.
BY REVENUE
Armstrong Flooring sells 87% online and 13% offline. Online runs through 3 channels; offline through 2.
Online
87%
13%
Offline
Online channels
87%
Offline channels
13%
BY REVIEW COUNT
Across 265K ratings on 4 channels, Armstrong Flooring averages 4.2★. Most reviews for the products are in the 4.0–4.2 range.
BRAND AVERAGE
4.2
/ 5
From 265K ratings
Products are bracketed by their average rating, so all of an individual product's reviews fall into one bracket. This isn't a per-star breakdown of individual reviews.
BY REVENUE
$94.85
Price
$588K
Revenue
$111.31
Price
$527K
Revenue
$89.62
Price
$407K
Revenue
$103.05
Price
$339K
Revenue
$108.56
Price
$237K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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